David George
CEO at Pixability
Website Address: pixability.com
Each week on “Digital Champions,” our host talks to media experts across the country. This week our host speaks with David George from Pixability. To learn more, check out https://pixability.com.
What is your company Elevator pitch when talking about your company?
Pixability is a technology and data company that empowers the world’s largest brands and their agencies to maximize the value of video advertising on YouTube, YouTube on TV, Amazon Fire, Roku and Hulu. The company’s industry-leading optimization and insights solutions are independently verified by the YouTube Measurement Program, DoubleVerify, Oracle, IAS and others.
What is the biggest change in marketing that you see coming in the next 2 years?
The obvious big change is that traditional TV will continue to decline greatly as will the advertisers’ investment in it. We just did a major consumer survey that showed that only ¼ of Americans believe they will have traditional Pay TV in a few years. Because of this, advertisers will need to learn how to leverage YouTube and other CTV platforms to achieve the reach they used to get from traditional TV.
What is one tip that you would give when it comes to digital marketing?
Contextual targeting is enormously important in advertising and is talked about even more lately because of the impending “Cookiepocalypse”. However, on YouTube, contextual targeting is just one tool advertisers have in their tool belt and it’s often relied on too heavily. Our technology makes it easy for advertisers to use a combination of contextual targeting, plus behavioral targeting and optimize to whatever works best for their specific campaign, rather than taking a “set-it and forget it” contextual approach only.
What is the main pain point that you solve for your customers?
There are no other ad platforms dedicated to both YouTube and other CTV platforms. YouTube is the top CTV platform in terms of reach–representing half of all the time consumers spend on CTV in the US–and yet, outside of Pixability, no ad platform can manage a campaign across YouTube, Hulu, Roku, Amazon, and the other leading CTV platforms seamlessly and cohesively.
